The British Beauty Council’s Sustainable Beauty Coalition has launched a Planet Positive Beauty Guide to help consumers avoid “greenwashed” products. Beauty consumers are more conscious of their purchasing choices now than ever before, yet many beauty brands continue to “greenwash” shoppers by making misleading claims about the sustainability of their products.

A new study found that 48% of consumers are looking for more information and clarity about brands’ values and commitments to the environment. The study, conducted by Provenance, a transparency tech company that helps brands prove their eco-claims, and online beauty retailer Cult Beauty, surveyed the attitudes of more than 23,000 beauty shoppers over a 12-month period. The latest finding also supports the recent research by the British Beauty Council, which found that 42% feel guilty about the environmental impact of their beauty purchases and nearly half want to know more about how the brands they buy impact the environment.

The Planet Positive Beauty Guide aims to be a definitive industry guide, featuring easy-to-digest information to help consumers make greener beauty choices more confidently. Drawing on a transparency framework from Provenance, it includes a comprehensive list of claims often made by the beauty industry and straightforward descriptions to help consumers understand what to look for (and to avoid) when shopping for beauty products. The Planet Positive Beauty Guide also highlights certifications and third-party verification that shoppers can easily check for, to ensure brands can back up their eco-claims and are not, therefore, greenwashing their products.

For more information about the Sustainable Beauty Coalition please visit britishbeautycouncil.com.